After starting a new business, Liverpool wants to improve its commercial activities in the Middle East and Africa.
After extending their five-year contract with Seventy8 Sports, a retail and distribution company that supports Liverpool’s retail operations in Dubai, the club has also hired an Abu Dhabi-based private equity group to aid in future growth and expansion.The team has agreed to participate in a new joint venture between Seventy8 Sports and EIGHTClouds Private Equity, with the purpose of expanding the Reds’ international retail operation with official team items in the Middle East and Africa.
“We’re thrilled with this new partnership and delighted to renew with Seventy8 Sports for a third term,” said Mike Cox, senior vice-president of merchandising at Liverpool. EIGHTClouds’ inclusion will improve our ability to reach out to new areas.We have a huge global following and are constantly working to expand our store concepts. A fantastic approach to accomplish this and introduce our retail concepts to them locally is by working with local partners.
 “I am super excited to be signing this new five-year deal with Liverpool FC and at the same time to be partnering with EIGHTClouds Private Equity to accelerate the growth of Seventy8 Sports,” said Craig McKelvie, CEO of Seventy8 Sports.
In order to fulfill our aim of bringing Liverpool fans closer to their idols, we will collaborate closely to explore retail, e-commerce, and wholesale options around the GCC.
 These new contracts are a testament to everyone’s cooperation as well as the enormous fervor and support of Liverpool fans in the GCC.
